Mr Plaskitt endorsed services at Sydenham-based Crystal Car Care Centre in a full-page advertisement in the free distribution Leamington
Spa Observer newspaper on August 14.

He was photographed standing next to his car and quoted expressing his satisfaction with the quality and convenience of the service.

Mr Plaskitt, the Work and Pensions Minister, insists his appearance in the advertisement was no different from his work supporting businesses in the community and helping launch new firms.

He said: "I help a lot of companies in all sorts of ways.

"I help businesses find introductions and potential customers and deal with business regulations and VAT issues.

"I bracket it together with all the other forms of assistance I give to lots of other companies."

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Mr Plaskitt said the new firm was recommended to him by a friend, and he was "genuinely impressed" with the quality of the work they carried
out and agreed to appear in the advert.

He said: "It isn't unusual because it isn't out of line with the work I do.

"I certainly didn't take any payment for the advert. That wouldn't be right.

"There is no pecuniary advantage and not a single person has said anything to me about it."

The firm's employee director Vic Bhogar said staff were not aware the car being repaired belong to the MP until he collected it.

Mr Bhogar said: "He came down and said he was really happy with the service. We just asked him if it was OK to do a few words."

Some MPs hold positions in companies or are sponsored by bodies such as unions and are expected to register these, but the House of Commons Registrar of Members' Interests, Alda Barry, said she knew of no rule against MPs appearing in advertisements.

She added: "If a member benefited at all he would have to register that benefit. If a complaint was to be received that a member had broken the code the Commissioner for Standards would look into it."